Should sequels differ from original movies in pre-launch advertising schedule? Lessons from consumers' online search activity

Sequels have become a profitable strategy in the U.S. motion picture industry because of their strong name recognition. However, while the established positioning of a sequel may help insulate it from competing firms' advertising messages, its familiarity may cause moviegoers to be more easily satiated with advertising from the sequel. Therefore, this study examines how sequels differ from original concept movies in terms of their ad effectiveness. We focus our analysis on pre-launch periods, given these periods' importance in shaping the financial outcomes of motion pictures. We consider the weekly online search volume of a movie as a measure of consumer interest in it, and thus as an intermediate response to pre-launch advertising. We then develop a model that assumes ad effectiveness can decline, due to copy and repetition wearout, and increase, due to forgetting, over time. We find that copy wearout is greater for original movies, while repetition wearout and forgetting are greater for sequels. These findings suggest that sequels should allocate more in early pre-launch periods and less immediately before release, relative to originals, to maximize pre-launch consumer interest.     

State‐Dependent Forward Guidance and the Problem of Inconsistent Announcements

Forward guidance can be provided as an unconditional promise, i.e. commitment to a specific low policy rate. Alternatively, the promise may include an escape clause, i.e. a condition defining the state of the economy under which the central bank would not keep such a low rate and, instead, it would revert to setting policy under discretion. The escape clause can be expressed as a threshold in terms of a specific variable. The present paper shows that, when such a threshold is expressed in terms of an endogenous variable (e.g. output, inflation), there are cases where it becomes impossible for the central bank to act in a way that is consistent with its promise. Consistency imposes limits on the policy rate that can be set since reverting immediately to the optimal discretionary rate can be incompatible with exceeding the threshold.     

Investor Pessimism and the German Stock Market: Exploring Google Search Queries

We analyze the relationship of retail investor sentiment and the German stock market by introducing four distinct investor pessimism indices (IPIs) based on selected aggregate Google search queries. We assess the predictive power of weekly changes in sentiment captured by the IPIs for contemporaneous and future DAX returns, volatility and trading volume. The indices are found to have individually varying, but overall remarkably high explanatory power. An increase in retail investor pessimism is accompanied by decreasing contemporaneous market returns and an increase in volatility and trading volume. Future returns tend to increase while future volatility and trading volume decrease. The outcome is in line with the conjecture of correction effects. Overall, the results are well in line with modern investor sentiment theory.     

对远期外汇合约信用风险的监管

随着远期外汇合约近几年来在我国的逐步推行,外汇市场活跃的同时也增加了外汇交易的信用风险,。要实现外汇市场的有序开放和稳定发展,就必须对其实行有效的风险管理,这包括交易主体对信用风险的识别,处置和外部监管。     

Introducing Time‐to‐Educate in a Job‐Search Model

Transition patterns from school to work differ considerably across OECD countries. Some countries exhibit high youth unemployment rates, which can be considered an indicator of the difficulty facing young people trying to integrate into the labour market. At the same time, education is a time‐consuming process, and enrolment and dropout decisions depend on expected duration of studies as well as on job prospects with and without completed degrees. One way to model entry into the labour market is by means of job‐search models, where the job arrival hazard is a key parameter in capturing the ease or difficulty in finding a job. Standard models of job search and education assume that skills can be upgraded instantaneously (and mostly in the form of on‐the‐job training) at a fixed cost. This paper models education as a time‐consuming process, a concept which we call time‐to‐educate, during which an individual faces the trade‐off between continuing education and taking up a job.     

Drug testing and the law

This article examines judicial and administrative rulings and legislation involving or related to the issue of drug testing in the workplace. It discusses the rights of employees in the public and private sector: constitutional rights; federal, state, and local statutory rights; rights of unionized employees; and common law rights. It analyzes both the current state of the law and future directions the law may take, as courts and administrative agencies decide more cases and governmental bodies continue to pass drug testing legislation.     

基于GIS的配送车辆调度系统的设计与实现

本文分析了物流配送与GIS的特点和功能，简要介绍了我们所设计开发的基于CIS的配送车辆调度系统。     

等截面斜腿刚构桥的几何布局优化

以应力平方均值最小为优化目标，建立了跨越V形谷的等截面斜腿刚构桥在列车荷载和自重共同作用下的布局静力优化的数学模型，采用直接搜索法进行了设计变量的寻优。     

The evolution of consumer knowledge and sources of information: Hungary in transition

The authors’ research in Hungary during the period of transition to a market economy provides an opportunity to examine the evolving relationships between consumer product knowledge and its antecedents, including advertising, personal search, interpersonal sources, and brand experience. Their findings, based on survey data collected in Budapest in 1992 and 1998, indicate that the market information variables explain more variance in consumer knowledge later rather than earlier in the transition. Advertising is an important predictor of consumer knowledge later but not earlier in the transition, personal search is important at both times, and interpersonal sources are not important in either time period; brand experience is negatively related to knowledge earlier in the transition and positively related later in the transition. This study allows one to begin to understand the boundary conditions associated with studies conducted in developed economies. Managerial implications for firms investing in transitional economies are presented. Robin A. Coulter (robin.coulter@business.uconn.edu) is Ackerman Scholar and an associate professor of marketing in the School of Business at the University of Connecticut. She received her Ph.D. from the University of Pittsburgh. Her research interests include branding, cross-cultural consumer behavior, advertising, and research methods. Her work has appeared in theJournal of Consumer Research, the Journal of Consumer Psychology, theJournal of Applied Psychology, and theInternational Journal of Research in Marketing. Linda L. Price (llprice@email.arizona.edu) is Soldwedel Professor of Marketing in the Eller School of Management at the University of Arizona. She received her Ph.D. from the University of Texas at Austin. Her research combines qualitative and quantitative methodologies to examine the active, emotional, imaginative aspects of consumers’ decisions and activities, and the social and cultural context of marketplace behaviors. Her work has appeared in theJournal of Consumer Research, Journal of Marketing, and other leading marketing, management, and social science journals. Lawrence Feick (feick@katz.pitt.edu) is a professor of business administration in the Katz Graduate School of Business at the University of Pittsburgh. He received his Ph.D. from Pennsylvania State University. His current research focuses on cross-cultural consumer behavior, consumer word-of-mouth, and referrals. His work has appeared in the Journal of Marketing, theJournal of Marketing Research, the Journal of Consumer Research, Psychological Bulletin, andPublic Opinion Quarterly. Camelia Micu (camelia.micu@business.uconn.edu) is a marketing doctoral candidate at the University of Connecticut. Her research interests include advertising and product trial and cross-cultural consumer behavior.     

美联储前瞻性指引对新兴市场国家的溢出效应研究

基于前瞻性指引溢出效应的相关理论,选取17个代表性新兴市场国家为研究对象,运用面板向量自回归(PVAR)模型实证分析美联储前瞻性指引对新兴市场国家的溢出效应.结果表明:美联储前瞻性指引在短期内对新兴市场国家金融市场具有一定的冲击,在长期内对新兴市场国家经济增长存在滞后的正向作用.新兴市场国家应采取应对策略,做好风险识别和预警,加强预期管理,增强货币政策协调和合作,有效防范和化解外溢影响.